The sportswear brand is trialing Foap, an iPhone app that lets users upload and sell their photos to brands, to source content it claims would be difficult to access from traditional competitions.
It is asking the platform’s community of 75,000 users to take the photos in response to ‘Missions’ such as scoring a goal or sprinting it sets and promotes across its social media channels. Users can then rate the pictures with Puma deciding which ones to reward with cash prizes. The company has the option to purchase all uploaded images to use throughout its ‘Nature of Performance’ campaign, which aims to unify its brand across its running, team sports and fitness categories.
Rutger Hagstad, sports marketing manager at Puma told Marketing Week: “I love Instagram but its difficult to use [as a marketing tool] during competitions. With this [Foap] we can create a library of content and achieve further engagement by getting them to rate the images. That’s what we thought was interesting.”
The co-creation scheme is currently being piloted out of Puma’s Nordic operations with a potential view to being taken up elsewhere across Europe.